Greenwashing: FTC accuses Kmart, 2 other companies

Eco-conscious consumers are getting a bit of help in their efforts to wade through the green claims of products. At the same time, the Federal Trade Commission’s announcement that it’s charged Kmart and two other companies for making false claims may have healthy implications in the swelling world of green marketing.

According to Environmental Leader, Kmart Corp. called its American Fare brand disposable plates biodegradable, Tender Corp. made the same claim about its Fresh Bath-brand moist wipes, and Dyna-E International about its Lightload brand compressed dry towels:

Kmart and Tender have agreed to settle the cases against them while the case against Dyna-E will be litigated. The FTC says with the recent growth in “green” advertising and product lines, the agency will continue its efforts to ensure that environmental marketing is truthful, substantiated, and not confusing to consumers.

It seems to me that the biggest beneficiaries of tougher enforcement in this area are likely to be companies that manufacture products with legitimate environmental claims. Their walk-the-walk efforts have been diluted by a plethora of empty marketing talk.

There’s a feel-good aspect, in which consumers are kind of complicit, that takes over with the prevalence of such claims. I’m not saying superficiality goes away with enforcement on false claims, but less pervasive — and easy — greenwashing can go little way toward diminish the sense that we can buy our way out of environmental problems.

The FTC’s move comes against a backdrop of the agency trying to get a better handle of green claims. Again Environmental Leader:

Last year, the FTC held three workshops to examine issues concerning the marketing of carbon offsets and renewable energy, green packaging, and green buildings and textiles. It’s expected to update its “Green Guides” this year, which have been in place since 1992 to regulate green advertising claims.

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